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If you're wondering which CMS is the right one for your organization, this comprehensive guide will take you through the various options available, detailing the pros and cons of each. Download...Read More

Considering a new phone system for your business? The Phone System Buyer's Guide from VoIP-News provides you with all of the information you need to make a more informed decision. The Guide helps you...Read More

Businesses of all sizes can benefit by automating all aspects of their sales processes with an SFA (Sales Force Automation) solution. But due to the sheer number of features that most SFA solutions...Read More

Best Practices in Campaign Management

Now that we’ve covered the basics of how campaign management works in Salesforce how do you get the most bang for your buck? Here are some suggestions to get you started:

Naming Conventions. A must-have for any organization running a lot of campaigns. The campaign name is what appears in search so you want it to be unique and easy to identify. Campaign names should be structured in a consistent manner so they are easy to decipher by people outside of marketing. For example: Program - Tactic - Audience - Quarter

Add custom fields to campaigns that align to key metrics. You may want to know how your programs perform by offer or by tactic (email, web promo, etc). Add these as custom fields to your campaign so you can report on them later. If these metrics are key to decision making in your organization be sure to make them required fields.

Use the active flag on campaigns with purpose. There are 2 reasons why campaigns need to be active. The first reason, is so you can run the super secret “Campaign Call Down” report. The second reason is so your sales team can find the campaign name from the lookup on leads and contacts and manually add the campaign to the campaign history. If you have thousands of active campaigns, this look-up view for your sales reps gets pretty muddy and decreases the likely hood they will use it, so try and keep your active flags up to date. (Tip: In the Winter ‘08 release you will be able to run the campaign call down report on both active and inactive campaigns removing the necessity to have campaigns active for reporting purposes only)

Create a section on your campaigns for follow up. This is a great way to communicate to your sales reps or inside sales teams what the appropriate follow up is for each particular campaign. This section could contain key messages, any email templates that should be used for follow up, etc. This way an inside sales person can simply click in to the campaign, and easily identify what their next steps should be.

Standardize your member status values. Reporting across campaign membership can be difficult without consistency. Maintaining standard values will allow you to compare the performance of your programs against each other. Some example status values are:

For web promotions set the default value to “Responded”

For events and webinars set the default value to “Registered” with additional values for “Registered – attended” and “Cancelled”.

For email marketing set the default value to “Responded”

If you don’t have it already, install the “Campaign Membership” web link from AppExchange. This web-integration link on the campaign detail page pulls up the “Campaign Call Down report I referred to earlier and allows you to see all of the campaign members (both leads and contacts) in one report. If you don’t have this already, install the link off the AppExchange here:https://www.salesforce.com/appexchange/detail_overview.jsp?NavCode__c=&id=a0330000000j5OdAAI

When we set out to make Aurora we thought, “This can’t be that hard. We’ve made concept videos before.” But the complexity and ambiguous nature of the production process caught us by surprise, challenging us far beyond our expectations. From a...